奥迪2012:重视“人”的感受,追求情感共鸣

• 出 处: 博鳌观察
• 发表日期: 2013年01期
• 关键词: 奥迪 一汽-大众 品牌策略 传播者 销售渠道 产品性能 社会精英 动感 产品上市 情感共鸣

2012年,大幅度降价、新产品上市似乎都难以捂热萧条的汽车市场。然而,一汽-大众奥迪却在铺就一条直达消费者心里的销售渠道。奥迪的品牌建设目标,是让用户在体验产品性能的同时,体验奥迪品牌带来的高附加值—“进取、尊贵、动感”的生活方式。奥迪在品牌策略中重视“人”的感受和作用,人是口碑的传播者,更是口碑的消费者。传播者如“英杰汇”。奥迪选择将一群社会精英聚拢起来,其中不乏科学家、社会活动家

In 2012, a substantial price cuts, the new product listing seems difficult to cover the hot depression in the automotive market. However, FAW - Volkswagen Audi is paving the way to a direct sales channel in the minds of consumers. Audi’s brand building goal is to allow users to experience the performance of the product at the same time, Audi brand to bring high added value - “aggressive, noble, dynamic ” way of life. Audi attaches importance to “people ” feeling and role in the brand strategy, people are the communicators of word of mouth, but also consumers of word of mouth. Communicators such as “Yingjie exchange.” Audi chose to bring together a group of social elites, many of them scientists, social activists